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Developer marketing insights
1. How to do dev influencer marketing series
Itamar Ben Yair is a dev marketing consultant specializing in dev acquisition through ads and other paid campaigns like influencer marketing.
In his recent LinkedIn post series, he started going over how various dev tool campaigns do influencer marketing.
They have very valuable and useful but “boring” products: scrapers and proxy networks
You want to reach the audience who is not looking for a solution, to grow awareness and demand in the market
And you know that unless someone needs scrapers or proxy networks they will not watch a 20min tutorial about it
They advertised through product placements:
They figure out what are the bigger problems where their product solves a “boring” but crucial piece
They find dev influencers who create video tutorials
They sponsor video tutorials showing the solution to a bigger problem
And they are featured when the influencer gets to the point of the video where the problem they solve arises
I like how this is aligned with the video viewer, dev influencer, and company goals. Win-win-win.
2. Run.ai Linkedin ad
Attractive ad creative for an infra product that runs in a terminal?
Hard, but Run.ai did that.
Infra products are not "obviously cool".
There is no shiny UI, no happy people wearing your sneakers,
So what do you show in your ads?
First off, the rules still apply:
• Catch your audience's attention
• Say what you do in their language
• Better yet, show how it actually does it
And Run.ai ai and MLOps infra tool managed to create a beautiful LinkedIn ad:
• They catch attention with the code visual
• They say what they do quickly with "Dynamic Fractional GPU using One Command"
• They extend on that in the post copy with an action-driven "Open Terminal -> Run Command -> Boom"
• The code shows what it feels like to use the tool
• And it shows you the result -> fractional GPUs
3. "CI" vs "Build" A/B test from Earthly
Copy that lands makes a huge difference in dev tool website conversion.
Earthly proved it with this "tiny" change.
So I am a huge believer in good copy.
Not the clever one but the one that is written with words that your customers use.
That is rooted in product and research.
But I often hear devs or founders say things like "it's just copy".
It is not "just copy" it is your message, it is your positioning.
It is the difference between "cool, let's try it" and "now for me, whatever".
He shared that at some point they decided to run this A/B test with just a "tiny" change.
They changed the word "CI" -> "Build" across the homepage.
And their core website conversion doubled.
So next time you work on website copy give it some more thought and you may be surprised that "just copy" made a huge difference.
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